YEAR
2022-Present
MY ROLE
Art Direction,
Visual Design
Campaign Direction
STUDIO
Helen + Gertrude
Collaborators
Designer - Caleb Ng
Copywriter - Jill Duff, Matt Kirsch, Samantha Boyd
Video Director - Luigi Comba
Video Editor - Autumn Mack
Problem
Healthy Living is a family-owned independent grocery store chain that was a pioneer in the natural foods space before it was recognized as a category. They have such a strong core belief of wanting to provide people with the highest quality food alongside supporting the community and the environment, but they weren't completely solid in their brand positioning and social strategy which was leading to a stagnation of growth.
Solution
As Art Director, I worked with our team at Helen + Gertrude refined their brand positioning to appeal to modern premium buyers who prioritize their personal wellness along with the health of the local community and environment. We completely refined their brand image and story, giving them a cohesive visual direction and pushing their brand values of premium quality and overall benefit to the planet and community to drive sales and brand loyalty which consistently has driven high YOY sales growth. We engaged in consumer research, industry analysis, and developed a dynamic social strategy to bring their messaging to life in fun and engaging ways including regular production with photography and videography.
